More than a numbers game

In an industry that has been all about the creative idea and execution, the prevalence of the word ‘data’ in conversations and its subsequent incorporation into creating and delivering strategies seems somewhat at odds. Put it this way – who would ever have thought marketing discussions would have creative and data simultaneously discussed, with each encouraging equal amounts of passion and vigour? And if that is not happening in your business, then think again, because it should be.

Nothing replaces the essential element of great creative to communicate the message brilliantly, but, equally, nothing is more important than the data that informs who and where the audiences